Studio KSL Case Study

Health and wellness brand using Klaviyo and Shopify, with a membership app

Studio KSL runs a complex retention ecosystem spanning app memberships, nutrition subscriptions, ecommerce, email, and SMS. I rebuilt their Klaviyo program from a campaign-dependent setup with almost no working automations into a persona-based retention engine. Year over year, email and SMS grew from about 16% to about 61% of total revenue, flow revenue went from near zero to roughly $56K per quarter, and email and SMS attributed revenue grew more than 14x.

Studio KSL is a women’s health and wellness brand selling supplements, fitness accessories, and apparel alongside a digital membership app. When I started, email was a minor, campaign-dependent channel. In the same quarter a year earlier it drove about 16% of revenue, automated flows generated almost nothing, and SMS was not contributing at all. I rebuilt the program around persona data: a quiz-driven welcome series segmenting subscribers into Strength, Wellness, and Pregnancy tracks, then a full lifecycle of automations covering post-purchase, abandoned cart, browse abandonment, winback, and nurture. I also built out the app and subscription layer most programs ignore, connecting Klaviyo to the membership app and Stripe for free trial to paid conversion, failed payment recovery, and cancellation winback. Email and SMS now drive about 61% of total revenue, with more than 20 automated flows producing revenue every month.

To hit the metrics shown above, I focused on three high-leverage activities:

Rebuilt the flow ecosystem from near zero into more than 20 revenue-producing automations, taking flow revenue to roughly $56K per quarter so revenue compounds without depending on every campaign send.

Built quiz-driven persona segmentation (Strength, Wellness, Pregnancy) so every subscriber journey is tailored to their goals, and launched SMS as a contributing channel from a standing start.

Extended lifecycle marketing into the membership and subscription layer, connecting Klaviyo to the app and Stripe for trial conversion, dunning, and churn recovery.

KPIs Breakdown

Beyond the main headline, we saw significant lifts across the board:

Since the engagement began, email and SMS revenue is up about 345% (pre-engagement quarter to most recent quarter), on top of the 14x year-over-year gain.

At about 61% of total revenue, email and SMS run roughly 4x the 10 to 15% where most DTC brands sit.

Flows grew to about 22% of total revenue from effectively 0%, automated revenue that compounds without depending on a send.

More than 20 automated flows now produce revenue every month, up from 2.

SMS launched from a standing start to a recurring channel at roughly $8.5K per quarter.

The gains came from monetization, not just acquisition: the subscriber list grew about 7% year over year while attributed revenue grew more than 14x, a large lift in revenue per subscriber.